Put down that tagline!
Is your company’s tagline awesome? Does it sing from the hills and inspire your customers? Does it tell the world something really great?
Or is it vague, meaningless, and mediocre? Do you forget it as soon as you say it?
If it doesn’t kick butt, put it down! Stop using it right now. Don’t use a tagline unless it’s really awesome.
Taglines are optional, so only use one if it’s great.
Some branding elements aren’t optional. Every company has a name, logo, and visual style, even if it’s not formally defined. A company name in the Comic Sans typeface and a visual style that’s “all over the map” may not be very good, but they’re still a logo and visual style.
A tagline is completely optional. You don’t need it.
Maybe you think you need one because no one knows what you do. That’s a separate problem, and a tagline is not the only solution. Moreover, a bad tagline doesn’t tell anyone what you do. It will detract from any other branding you have in place.
A tagline can be an incredibly powerful marketing tool — and it’s a very prominent branding element. If you have an awesome tagline, use it!
But if you have a lame tagline, ditch it. It’s dragging your brand down.
Hey! This wasn't written by a dazzle of zebras! It was written by Josh Orum, who does awesome work at Loud Dog, a digital branding firm in San Francisco that helps businesses express themselves authentically via identities, websites, and marketing collateral.
If you want us to do awesome work for you, if you have a question, or if you're just feeling lonely and want to chat, we want to hear from you!